Diego Costa’s national team allegiance had been a topic of much debate this past year. Many couldn’t imagine Costa, a born Brazilian, to pass on an opportunity to represent the Selecao and bring World Cup glory to the host nation, immortalizing himself in the process. But to the prolific striker, who has taken the world by storm this year with a flurry of goals for Atletico Madrid, felt that Spain had become his home, that Spain had given him everything in life. On October 29th this year, after having previously featured for Brazil in a pair of exhibition games, Costa ultimately announced he would play for Spain.
After the change of heart, Brazil manager Luiz Felipe Scolari, always of the belief Costa would play for him next summer, was incensed:
A Brazilian player who refuses to wear the shirt of the Brazilian national team and compete in a World Cup in your country is automatically withdrawn. He is turning his back on a dream of millions, to represent our national team, the five-time champions in a World Cup in Brazil.
To say Brazilians have not taken kindly to Costa’s choice is a severe understatement. A new advertisement for Brazilian car dealer Ceará Motor makes that all too clear. The tagline in the advert below contains the brutal tagline, “Unlike Diego Costa, this car fills Brazilians with pride”.
And that’s just the print version.
In the campaign’s latest radio ad, Brazil are beating Spain 1-0 in the World Cup final, when Spain gets awarded a last minute penalty to draw level. Of course, it’s Costa who steps up, and of course, he misses to the delight of listeners everywhere.
As Brazil are crowned, the commentator repeatedly shouts: “Chupa, Diego Costa!” meaning “Suck on that Diego Costa”. Subsequently, #ChupaDiegoCosta ended up trending on Twitter in Brazil.